Brand Marketing -- The Survival Of Shoe Enterprises

　　近年来，随着我国经济国际化的不断加剧，以品牌为核心成为了企业发展战略的一种必然。

In the increasingly competitive commercial market, the correct brand marketing is of great importance and long-term significance for the development of enterprises.

If enterprises want to remain invincible in international competition, they must adapt themselves to the needs of brand competition era and straighten out the direction of brand development.

Every day, some people rely on the right way and unremitting efforts to reach the other side of success.

Similarly, because of poor brand management, the development of enterprises has slowed down or even regressed.

They happen in the industry we are engaged in, which hurts everyone's nerves.

In 2009, the news that a generation of "shoe king" was suddenly shut down in the shoe industry suddenly aroused great repercussions in the industry.

As a symbol enterprise of Wenzhou shoemaking base, Buli shoes industry has a glorious history.

The top brands of shoes, such as "Chinese shoe king", "innovative shoe king" and "China's famous brand products", have become the model of industry imitation and learning since its establishment.

In the eyes of peers, its chairman Wang Yuejin is also the leader of the footwear industry in Wenzhou, who grew up with AOKANG, Wang Zhentao, Zheng Xiukang of Kangnai and Jin Bo of red dragonfly.

However, this is a shoe industry in the shoe industry has attracted the wind, but in 2009, with an alternative move, shocked everyone's eyeballs.

The company is closed and bankrupt.

The development track of hegemony has aroused deep thinking within the industry.

What is the embarrassment of bully shoe industry? What is the breakup of capital chain?

Lost diversification?

Or is it a failure of pformation?

Now to analyze this, it is useless for the bully shoe industry.

But for similar enterprises in the development of the industry, it has a very important warning role.

The importance of brand marketing in 2009 was infinitely large.

Taking an overall look at the international shoe market, there are numerous examples of how to use the correct brand marketing to enable enterprises to revitalize through learning and analysis.

Puma, the German brand, grew by more than two digits in the six years from 1998 to 2003. It has become the fastest growing brand of sales and profits in the sportswear market.

Behind this series of achievements is the result of Puma's untiring efforts through reasonable brand marketing.

People who are familiar with the history of their brand development remember that in the 80s and 90s of last century, Puma once sold and sold far behind Nike, Reebok, Adidas and other sports apparel giants.

At that time, Puma was regarded as an outdated brand. Department stores put Puma sneakers on cheap containers, and Puma went to the brink of bankruptcy in 1993.

It is in this case that Puma relies on guerrilla marketing tactics to become the "explosive brand" of the world sports apparel market.

From 1993 to 2001, Puma's turnover increased by nearly two times.

In 2002, the total value of the American sportswear market was $7 billion 800 million, while Puma's sales increased by 48% over the same period last year, reaching US $121 million.

Puma is named "the best marketing brand of 2002" by "brand weekly".

John Shanley, managing director of New York WellsFargo securities investment company, said: "Puma is the best brand of sportswear brand management. Its product line is designed strictly and reasonably, and has a long-term and clear goal in the market segmentation and distribution channel management."

With excellent marketing tactics, Puma's stock has been rated as the most worthy investment stock in German market for many years.

The importance of brand marketing to the development of enterprises is self-evident.

As one of the four largest shoemaking bases in China, Quanzhou has seen a large number of large enterprises with good foundation and strong vision in the construction of many years.

These enterprises also need to learn and master brand marketing strategies suitable for their own development.

Today, the Minnan people who are diligent and inquisitive have an opportunity to communicate closely with top brand marketing masters.

In May 11th, at the Quanzhou golf club, Mr. Zhu Yutong, China's top brand marketing master, set Shenzhen to adopt the essence of 15 years of brand marketing, and taught the South Fujian shoe enterprises "growth enterprise low-cost brand marketing strategy."